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Advertising Design: Message Strategies and Executional Frameworks

Advertising Design: Message Strategies and Executional Frameworks. Chapter 8 with Duane Weaver. OUTLINE. MESSAGE STRATEGIES EXECUTIONAL FRAMEWORKS SOURCES and SPOKESPERSONS CREATING ADS AD EFFECTIVENESS. MESSAGE STRATEGIES. Cognitive

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Advertising Design: Message Strategies and Executional Frameworks

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  1. Advertising Design:Message Strategies and Executional Frameworks Chapter 8 with Duane Weaver

  2. OUTLINE • MESSAGE STRATEGIES • EXECUTIONAL FRAMEWORKS • SOURCES and SPOKESPERSONS • CREATING ADS • AD EFFECTIVENESS

  3. MESSAGE STRATEGIES Cognitive Presentation of rational arguments or pieces of information to consumers • Generic – direct promo of product or service without claims of superiority • Pre-emptive – claims of superiority based on specific attribute or benefit • Unique Selling Proposition – explicit testable claim of superiority or uniqueness • Comparative – direct or indirect comparison of good or service to competitor. Affective invoke feelings and emotions and match them with the product, service, or company • Resonance – connects products with consumer’s experience to build stronger ties between product and consumer. • Emotional – elicits powerful emotions that lead to product recall and choice Conative Designed to lead more directly to some type of consumer behaviour. • Action-inducing – cognitive evaluation through use after sale (impulse purchase displays-buy now be happy later) • Promotional support – designed to support other promotions (gets consumer to take supportive action to other promotion – sweepstake or store visit) Brand Builds or enhances brand or corporate name (vs. consumer action) • Brand user – types of individuals that use brand (celebrity?) • Brand image – develop brand personality (limited copy and generic presenters) • Brand usage – Stress different uses for a Brand (showing brand advantage and versatility) • Corporate Ads – Promotes corporate name and image rather than the Brand name.

  4. EXECUTIONAL FRAMEWORKS The manner in which an ad appeal is presented. • Appeals: • Fear • Humour • Sex • Music • Rationality • Emotions • Scarcity • Animation • Dramatization • Testimonials • Authoritative • Demonstration • Fantasy • Informative

  5. SOURCES and SPOKESPERSONS • Who will represent… • Celebrities(Tiger Woods, Gretzky, Celine Dionne) • CEOs(Remington – I bought the co.) • Experts(Surgeon General) • Typical persons(Joe Canadian, eh!)

  6. CREATING ADS

  7. AD EFFECTIVENESS 7 Basic Principles: • Visual Consistency • Campaign Duration • Repeated Tag Lines • Consistent Positioning • Simplicity (e.g. Internet load time) • Identifiable Selling Point (one point easily identifiable) And…Beating Ad clutterstanding out in a crowd - e.g. variability theory

  8. THANK YOU!

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